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Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
Word's Best-Kept Copywriting Secrets
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Word's Best-Kept Copywriting Secrets

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The World’s Best-Kept Copywriting Secrets …

The World’s Best-Kept Copywriting Secrets

Learn the secrets used by masters to generate readership, reaction, and response far above the results average copywriters get. Bob guarantees you will learn to reach prospects on a deeper, more powerful level than you do right now and know how to write at a level far above ordinary copywriters.

About the instructor:

McGraw-Hill calls Bob Bly “America’s top copywriter.” A freelance copywriter with more than 25 years experience, Bob has written copy for over 100 companies including PSE&G, BOC Gases, Medical Economics, and IBM. He is the author of more than 60 books including The Copywriter’s Handbook (Henry Holt), cited as a “mini-classic of direct marketing” by the Direct Marketing Club of New York.

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  • 1. World’s Best-Kept Copywriting Secrets Presented by Robert W. Bly for Cincom – 11/06/08
  • 2. Here’s What NOT To Do <ul><li>From: SOMER STEPHENSON </li></ul><ul><li>To: [email_address] </li></ul><ul><li>Sent: Thursday, October 13, 2005 11:28 AM </li></ul><ul><li>Subject: controversy & success, pay-per-placement PR, experts avail. </li></ul><ul><li>Hi Robert, </li></ul><ul><li>  </li></ul><ul><li>Would you be interested in how a professional services firm reinvented itself to great success and controversy? </li></ul><ul><li>  </li></ul><ul><li>After the economy turned in 2000, Stephenson Group’s ‘banner clients’ like Oracle and Cisco took their PR business in-house.  After struggling for a few years Stephenson Group, a 13-year old public relations firm, conducted a 2-month formal and disciplined assessment of the company, its competition and the marketplace.   </li></ul><ul><li>  </li></ul><ul><li>The process was grueling, the results dramatic: through the years Stephenson Group had added a number of services (trade show promotion, speakers bureau, industry relations, research, etc.)  that they enjoyed and were very good at, but where the company excelled and what clients most valued was generating publicity.   With many former journalists on staff, the </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 3. What We Will Cover Today: <ul><li>The secret of the Big Promise. </li></ul><ul><li>The USP: your product’s &quot;reason for being.“ </li></ul><ul><li>The Secondary Promise. </li></ul><ul><li>The secret of the 4 U’s. </li></ul><ul><li>Understanding the buyer’s Core Complex with &quot;BDF.&quot; </li></ul><ul><li>Reaching prospects on a deeper level (intellectual, emotional, personal). </li></ul><ul><li>The FAB pyramid of features and benefits. </li></ul><ul><li>The 4 legs of the stool. </li></ul><ul><li>The Motivating sequence. </li></ul><ul><li>Is long copy always best? </li></ul><ul><li>The secret of Abundant Proof. </li></ul><ul><li>Creating a copy platform. </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 4. The Secret of the Big Promise <ul><li>“ Promise, large promise, is the soul of an advertisement.” </li></ul><ul><li>-- Samuel Johnson </li></ul>06/17/10 “ The basis of every great advertisement is a credible promise.” -- Kurt Vonnegut, Timequake (G.P. Putnam, 1997), p. 155 World's Best-Kept Copywriting Secrets
  • 5. 06/17/10 Make a BIG Promise. “ Promise, large promise, is the soul of an advertisement .” – Samuel Johnson World's Best-Kept Copywriting Secrets
  • 6. 06/17/10 That’s Right – a REALLY BIG Promise! World's Best-Kept Copywriting Secrets
  • 7. The USP (Unique Selling Proposition) <ul><li>Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: “Buy this product, and you will get this specific benefit.” </li></ul><ul><li>The proposition must be one that the competition either cannot, or does not, offer. It must be unique -- either a uniqueness of brand or a claim not otherwise made in that particular field. </li></ul><ul><li>The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. </li></ul>06/17/10 -- Rosser Reeves, Reality in Advertising (Alfred A. Knopf, 1961) World's Best-Kept Copywriting Secrets
  • 8. What’s the USP? 06/17/10 World's Best-Kept Copywriting Secrets
  • 9. Your Product’s “Reason for Being” <ul><li>My product is the only one </li></ul><ul><li>that___________________________________________ </li></ul><ul><li>(Does what?) </li></ul><ul><li>for___________________________________________ (For whom?) </li></ul><ul><li>by___________________________________________ </li></ul><ul><li>(How?) </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 10. Which pulled best? 06/17/10 A B ATTENTION World's Best-Kept Copywriting Secrets
  • 11. Have a Secondary Promise <ul><li>The danger of a Big Promise is that it may sound so fantastic that the reader does not believe it. </li></ul><ul><li>In that case, use a “Secondary Promise.” </li></ul><ul><li>The Secondary Promise is a lesser benefit that the product also delivers. </li></ul><ul><li>Although not as large as the Big Promise, the Secondary Promise should be big enough so that, by itself, it is reason enough to order the product … yet small enough so that it is easily believed. </li></ul><ul><li>This way, even if the reader is totally skeptical about the Big Promise, he can believe the Secondary Promise and order on that basis alone. </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 12. The Secondary Promise 06/17/10 The Big Promise The Secondary Promise World's Best-Kept Copywriting Secrets
  • 13. The 4 U’s <ul><ul><ul><li>Urgent </li></ul></ul></ul><ul><ul><ul><li>Unique </li></ul></ul></ul><ul><ul><ul><li>Ultra-Specific </li></ul></ul></ul><ul><ul><ul><li>Useful </li></ul></ul></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 14. Rate Each Headline (1=weakest; 4=strongest) 06/17/10 Help where you need it, when you need it from people you can trust. That’s a Cincom promise. Urgent ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 Unique …………………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Ultra-Specific …………... [ ] 1 [ ] 2 [ ] 3 [ ] 4 Useful ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 World's Best-Kept Copywriting Secrets
  • 15. Rate Each Headline (1=weakest; 4=strongest) <ul><li>Urgent ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 </li></ul><ul><li>Unique …………………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 </li></ul><ul><li>Ultra-Specific …………... [ ] 1 [ ] 2 [ ] 3 [ ] 4 </li></ul><ul><li>Useful ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 </li></ul>06/17/10 “ Why Japanese Women Have Beautiful Skin” World's Best-Kept Copywriting Secrets
  • 16. The Rule of 3 Benefits 06/17/10 World's Best-Kept Copywriting Secrets
  • 17. Beliefs, Feelings, and Desires (BFD) 06/17/10 Product Prospect World's Best-Kept Copywriting Secrets
  • 18. Does this copywriter know his audience? 06/17/10 World's Best-Kept Copywriting Secrets
  • 19. Beliefs, Feelings, and Desires <ul><li>Audience/Market: </li></ul><ul><li>Beliefs: </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 20. Beliefs, Feelings, and Desires <ul><li>Audience/Market: </li></ul><ul><li>Feelings: </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 21. Beliefs, Feelings, and Desires <ul><li>Audience/Market: </li></ul><ul><li>Desires: </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 22. 06/17/10 Addressing the core complex generated a huge response. World's Best-Kept Copywriting Secrets
  • 23. Deeper… <ul><ul><ul><li>Intellectual </li></ul></ul></ul><ul><ul><ul><li>Emotional </li></ul></ul></ul><ul><ul><ul><li>Personal </li></ul></ul></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 24. This is personal . 06/17/10 World's Best-Kept Copywriting Secrets
  • 25. 06/17/10 Features & Benefits Pyramid World's Best-Kept Copywriting Secrets Appeal to OEMs, VARs, distributors, dealers, agents, engineers, designers, reps, technical evaluators, and other technical buyers. Appeal to sophisticated and experienced users, middle managers, hobbyists, enthusiasts, experts, comparison shoppers, past buyers, professionals, frequent buyers, knowledgeable buyers. Appeal to consumers, top-level executives, entrepreneurs, first-time buyers, end users, novices, current customers, prospects. ULTIMATE BENEFITS BENEFITS ADVANTAGES FEATURES Appeal to consumers, unsophisticated buyers, casual users, &quot;dreamers,&quot; opportunity seekers What the Product is or has A Feature Other Products Lack What the Product Does The &quot;Benefit of the Benefit&quot;
  • 26. Features & Benefits of a No.2 Pencil 06/17/10 World's Best-Kept Copywriting Secrets
  • 27. Four-Legged Stool 06/17/10 World's Best-Kept Copywriting Secrets Big Idea Future Benefit Track Record Credibility
  • 28. Big Idea & Future Benefit 06/17/10 Future Benefit Big Idea World's Best-Kept Copywriting Secrets
  • 29. Track Record 06/17/10 Track Record World's Best-Kept Copywriting Secrets
  • 30. Credibility 06/17/10 World's Best-Kept Copywriting Secrets
  • 31. Which leg is this? 06/17/10 World's Best-Kept Copywriting Secrets
  • 32. And this? 06/17/10 World's Best-Kept Copywriting Secrets
  • 33. And this? 06/17/10 World's Best-Kept Copywriting Secrets
  • 34. And this? 06/17/10 World's Best-Kept Copywriting Secrets
  • 35. Motivating Sequence <ul><ul><ul><li>Attention </li></ul></ul></ul><ul><ul><ul><li>Problem </li></ul></ul></ul><ul><ul><ul><li>Solution </li></ul></ul></ul><ul><ul><ul><li>Proof </li></ul></ul></ul><ul><ul><ul><li>Action </li></ul></ul></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 36. Motivating Sequence in Action 06/17/10 Solution World's Best-Kept Copywriting Secrets Attention Problem Proof Call to action
  • 37. Without a Special Offer, Direct Mail Will Not Work. 06/17/10 ACTION World's Best-Kept Copywriting Secrets
  • 38. 06/17/10 Response = ƒ(Offer) OFFERS World's Best-Kept Copywriting Secrets <ul><li>High Perceived Value </li></ul><ul><li>Unique </li></ul><ul><li>Relevant </li></ul><ul><li>Desired </li></ul>
  • 39. Position part of your product as a premium. 06/17/10 World's Best-Kept Copywriting Secrets
  • 40. 06/17/10 Quick-Response Bonus Have a “ Premium Page” World's Best-Kept Copywriting Secrets
  • 41. Determining Copy Length 06/17/10 Audience: ___________________ Product: _____________________ World's Best-Kept Copywriting Secrets Long Copy Medium Copy Medium Copy Short Copy High Low Involvement High Low Emotion
  • 42. Copy Intensity Grid (Degree of Hyperbole vs. Clarity) 06/17/10 Motivation Availability Limited Plentiful World's Best-Kept Copywriting Secrets Need <ul><li>I.USP </li></ul><ul><li>Advantage vs. Competition </li></ul><ul><li>II. Clear and Straightforward </li></ul><ul><li>What it is </li></ul><ul><li>Benefits </li></ul>Want <ul><li>III. Ultra Creative </li></ul><ul><li>Core Emotion </li></ul><ul><li>Delayed product mention </li></ul><ul><li>IV. Moderately Creative </li></ul><ul><li>Emotion </li></ul><ul><li>Sell benefit </li></ul>
  • 43. II . Needed Product, Limited Availability 06/17/10 <ul><li>Clear </li></ul><ul><li>Straightforward </li></ul><ul><li>What it is </li></ul><ul><li>Benefit </li></ul>World's Best-Kept Copywriting Secrets
  • 44. III . Want/Plentiful 06/17/10 <ul><li>Ultra-Creative (hype) </li></ul><ul><li>Core emotion </li></ul><ul><li>Delayed product mention </li></ul>World's Best-Kept Copywriting Secrets
  • 45. (But Not This Hypey!) 06/17/10 World's Best-Kept Copywriting Secrets
  • 46. Abundant Proof 06/17/10 World's Best-Kept Copywriting Secrets
  • 47. Proof <ul><li>Testimonials </li></ul><ul><li>Case Studies </li></ul><ul><li>Years in Business </li></ul><ul><li>Number of Customers </li></ul><ul><li>Customer List </li></ul><ul><li>Customer Names </li></ul><ul><li>FAQs </li></ul><ul><li>Demos/Free Trials </li></ul><ul><li>Transubstantiation </li></ul><ul><li>Bio’s </li></ul><ul><li>Number of Units Sold </li></ul><ul><li>Benchmark Test Performance </li></ul><ul><li>Method of Operation </li></ul><ul><li>Features </li></ul><ul><li>Publicity </li></ul><ul><li>Reviews </li></ul><ul><li>Documentation </li></ul><ul><li>Facsimiles </li></ul><ul><li>Awards </li></ul><ul><li>Advisory Boards </li></ul>06/17/10 World's Best-Kept Copywriting Secrets
  • 48. Use a “Positioning Metaphor” 06/17/10 Metaphor : “It’s the Rolls-Royce of __________.” Simile : “It’s like the Rolls-Royce of ___________.” World's Best-Kept Copywriting Secrets
  • 49. Transubstantiation 06/17/10 World's Best-Kept Copywriting Secrets
  • 50. Transubstantiation 06/17/10 World's Best-Kept Copywriting Secrets
  • 51. An Image… 06/17/10 Or a Statistic SPIN Reality With . . . World's Best-Kept Copywriting Secrets
  • 52. “ Specifcs Sell.” -- Claude Hopkins 06/17/10 World's Best-Kept Copywriting Secrets
  • 53. What’s in a name? 06/17/10 <ul><li>Pre-owned vehicles </li></ul><ul><li>Who wants a fruit cake? </li></ul>World's Best-Kept Copywriting Secrets
  • 54. Spin: Interpreting the Facts to Prove Your Sales Argument 06/17/10 World's Best-Kept Copywriting Secrets
  • 55. Spin Reality With . . . . Negative Selling 06/17/10 World's Best-Kept Copywriting Secrets               
  • 56. The “I’m a Dummy” Technique 06/17/10 World's Best-Kept Copywriting Secrets
  • 57. Be Specific 06/17/10 World's Best-Kept Copywriting Secrets
  • 58. Use a Gimmick 06/17/10 World's Best-Kept Copywriting Secrets
  • 59. Offer a Money-Back Guarantee 06/17/10 World's Best-Kept Copywriting Secrets
  • 60. Go Beyond Money-Back 06/17/10 World's Best-Kept Copywriting Secrets
  • 61. Give Scientific Proof (“False Logic”) 06/17/10 World's Best-Kept Copywriting Secrets
  • 62. <ul><li>The Big Idea </li></ul><ul><li>What is the promise? </li></ul><ul><li>How is this product different/better than competition? </li></ul><ul><li>What is its reason for being? </li></ul>Copy Platform 06/17/10 USP (Unique Selling Proposition) 1 World's Best-Kept Copywriting Secrets
  • 63. <ul><li>Who is the audience? </li></ul><ul><li>What is their “unvoiced fear” or “under-represented desire”? </li></ul><ul><li>What lists will be used? </li></ul>Copy Platform 06/17/10 2 Market World's Best-Kept Copywriting Secrets
  • 64. <ul><li>Beliefs (attitudes and principles) </li></ul><ul><li>Desires (wants and needs) </li></ul><ul><li>Feelings (emotions) </li></ul>Copy Platform 06/17/10 Core Complex of the Audience 3 World's Best-Kept Copywriting Secrets
  • 65. <ul><li>Intellectual </li></ul><ul><li>Personal </li></ul><ul><li>Emotional </li></ul>Copy Platform 06/17/10 Research Prospects on Three Levels 4 World's Best-Kept Copywriting Secrets
  • 66. <ul><li>System (the Big Idea) </li></ul><ul><li>Promise (future benefit) </li></ul><ul><li>Credibility </li></ul><ul><li>Track record </li></ul>Copy Platform 06/17/10 Four LEGS of the Stool 5 World's Best-Kept Copywriting Secrets
  • 67. <ul><li>Format </li></ul><ul><li>Length </li></ul><ul><li>Point of view </li></ul><ul><li>Voice and tone </li></ul>Copy Platform 06/17/10 The Package 6 World's Best-Kept Copywriting Secrets
  • 68. <ul><li>Price </li></ul><ul><li>Terms </li></ul><ul><li>Premiums </li></ul><ul><li>Guarantee </li></ul>Copy Platform 06/17/10 Offer 7 World's Best-Kept Copywriting Secrets
  • 69. Thank you. Subscribe to “Bob Bly’s Direct Response Letter” at www.bly.com

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